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Twitter CEO Dick Costolo dumps ice-cold water on his head like it was a light spring rain

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Costolo and other tech luminaries are taking the "ice bucket challenge"

The ice bucket challenge — a viral phenomenon where, you guessed it, people dump ice-cold water on their heads for charity — is quickly reaching Harlem Shake-level proportions. The rules are simple: dump a bucket of water on your head or donate $100 to amyotrophic lateral sclerosis (ALS) research; if you dump the water, you can challenge other people to do the same. Tech industry giants like Mark Zuckerberg and Microsoft CEO Satya Nadella have already taken the plunge, and Twitter CEO Dick Costolo just took the challenge, too. Impressively, they've all been pros about it so far.